Prologue

Simon runs a small business which offers graphic design services to companies and individuals in his area. His interests include cycling, health and fitness, and dance music. He is very active online, using Twitter and Facebook on a daily basis. He graduated from university with a 2:1 in business studies, but his true passion is in design, which he has been studying on a personal level for the last 6 years. Simon has no formal qualifications in design.

Preparation

Simon realises that to grow his business, he needs more exposure. He realises that there are many other graphic designers in his home town and he’s not afraid to admit that some carry stronger design skills than he.

Before Simon launches his campaign he makes sure that his online portfolio is up to date and working well - he has checked for dead links, he has tested page loading times and he’s even checked his contact form - twice.

Being a graphic designer, Simon also has a full stationary set printed and sitting on his desk. This includes letterheads, compliment slips and business cards.

There has been a lot of rumbling in online communities about how running a blog alongside your website can bring you extra traffic. Simon decides to install a blog on his website. He installs it in a folder on his root domain like so: simons-site.com/blog.

Tip: Installing a blog on the top level and not as a sub domain is optimal because if others choose to link to Simon’s blog, PageRank will be passed to the top level domain which in turn helps it to rank for key phrases in Google. If you don’t know what PageRank is, see here.

Simon is ready to promote his website. He gets busy and writes a 3 month plan of action...

Month 1

• Write one blog entry every week. Make it current and write around 600 words.

Tip: Include a relevant picture because, well, nobody likes a massive block of text.

• Submit blog entries to social media and bookmarking websites (Twitter, Facebook, Digg et al).

Tip: Ask friends to tweet and digg your content where appropriate

• Attend at least one real-life event for the purpose of networking. Talk to people and follow up via email or telephone your potentially warm leads.

Month 2

• Same as month 1
• Write 2 articles per week and submit to leading article directories. Include links in the article which link to the main site or the blog (for relevant reading).

Tip: If the articles are related, link them together.

• Offer to write a guest post on a friend or associate’s blog. Utilise relationships formed on Twitter or real-life for this (think networking). Ensure a link back to the main site, or the blog, is included.
• Find local directories and list main website – consider using Gumtree.com along with niche directories for graphic designers.

Tip: You can find a list of ad directories here

• Offer to write an article for a local magazine or website about a subject of interest. Write a piece on great cycling routes and ensure company name/website is listed in the article.

Tip: You don’t have to target your direct demographic; there is every chance that cycling enthusiasts have other interests too, as well as connections!

Month 3

• Same as month 1 and 2
• Try to get a mention from an authoritative source. This could be in the form of an article, a tweet or even a mention in a national publication.

Tip: Be relentless in asking for publicity. An authority source can bring you substantial recognition which will also do wonders for search engine listings.

• Continue to follow up potential leads and pitch to local businesses

Tip: Remember that Simon likes dance music? All nightclubs need advertising collateral, and new clubs open regularly.

• Keep an eye on business forums in the region for possible contacts. Use these tools as online networking to supplement real-life efforts.
• Prepare an e-mail shot using data collected from networking. Offer 10% discount to new customers.

Summary

By preparing a 3-month plan Simon is going to keep himself busy and promote his business at the same time. There may be times when fulfilling the plan is difficult; writers block or technical issues to overcome, but he is determined to stick to it.

By following this plan Simon is creating content, engaging people and meeting new contacts. Everything he plans to do will in some way link back to his core business, and this is paramount for growth.